Changing Lifestyles, Changing Diets: The Evolution of Organic Food Preferences in Jordan

This research explores the evolution of organic food preferences in Jordan, examining how changing lifestyles and socio-economic factors have influenced consumer attitudes towards organic food. The purpose of the study is to understand the underlying drivers behind the growing demand for organic food in Jordan, including the impact of health consciousness, environmental concerns, and socio-cultural changes. A mixed-methods approach was adopted, combining qualitative interviews with Jordanian consumers and retail professionals with quantitative surveys to assess purchasing behaviors and demographic factors. Key findings indicate a significant shift in consumer preferences, with increasing awareness of health benefits, sustainability, and food safety playing a central role in the growing popularity of organic food. However, challenges such as high costs, limited availability, and a lack of government support for organic agriculture still hinder broader adoption. The study concludes that while organic food consumption is on the rise in Jordan, efforts to improve access, affordability, and education about the benefits of organic food are essential for sustaining this trend. Further research is needed to explore the potential for expanding organic farming practices and the role of policy in shaping future food trends in the country.